Bullseye! 3 simple steps to attract your target customers online

As you’re reading this, it’s likely you’ve been thinking about building your business success by getting it online. But it’s hard to know where to start. This online world is probably not your natural business domain. There’s a lot of technical jargon to wade through. And it’s a big expense for a small business, isn’t it?

Getting your business online doesn’t have to cost a fortune. Consider the cost of not having an online presence during these times. If customers see your competition online and not you, there's no prizes for guessing who they’ll spend their money with. And with most New Zealand customers expecting to contact businesses online via a website, directory listing or social media - they may even question whether you’re a credible business.

The good news is that defining, attracting and converting customers through the internet starts with just three simple steps.

1. Define the people most likely to buy your products or services.

You probably know this well in the real world, but being online can really widen your network. With this information, you’ll be able to direct your online presence. You'll need to identifty:

  • Your customers’ demographic information such as age range, gender, income, location and occupation.
  • How to fill in any gaps in your knowledge about your customers.
  • What sort of technology and media channels they use.
  • Those who have the most to lose by not using them.

2. Let those ideal customers find you online.

Now that you know who you’re targeting and where they're searching, it’s easier to work out where your business should be found online. You should also be clear about your company’s position within your market, and what value you provide for those ideal customers. Don’t try to be all things to all people. Often the best place to start is by looking your key competitors online. Where did you find them? What are they doing well, and what could use some work? That way you have a clear benchmark for gaining a competitive edge.

3. Make it super easy for them to do business with you.

The key to converting leads into customers is by including a variety of ways to get in touch. These should not only suit your customers, but also the way you work. For instance, if you’re a sole trader and can’t always get to the phone, an online contact form is a good idea. If customers come to you, it’s vital to include your address, a map, opening hours and parking information. And don’t forget your physical reach. Even though you’re online, if you serve a local community, the type of details you provide will be different to a company that has a global focus. The details matter, and they often don’t cost more to include. But it’s the little things that can make it so much easier to do business with you.